Co-Founder and Coach

Wil Rivera has been in the fitness industry for twenty five years. After playing sports for most of his life Wil discovered a talent for connecting with people through fitness, it was rewarding to work along side people who were motivated and trying to help themselves.

The commercial gym setting was a fertile environment to develop his training skill set. Training clients organically grew to training and developing personal training teams at various commercial gyms in New York City. Wil relied on a fundamental training precept: Education leads to engagement. The personal trainer should be a client's conduit for the most current health information and training techniques available. With wife, Heather Gunn, this philosophy has been the cornerstone for the 2003 founding of The Grassroots Fitness Project Inc. Grassroots fitness project was created to make a high quality training experience accessible to anyone looking to start their training program in earnest.

Currently Wil Rivera is focused on growing Grassroots' youth physical literacy program. Using climbing as a method of engagement, Grassroots is getting kids to move with strength and confidence while providing positive role models in a safe supportive environment.


  • NASM Certified Personal Trainer

  • AFFA Certified Personal Trainer and Group Fitness

  • CrossFit Level 1